Irish Sport Social Media Report – July 2019

In July 2019, the 29 organisations analysed as part of the monthly Sport for Business / Olytico analysis, published over 10,700 social media posts across Facebook, Twitter and Instagram, an increase of 11 per cent on the month of June, which had been 45 per cent up on May.

The 10,755 posts generated almost 1.8 million engagements in the form of likes, shares,
comments and retweets – an increase of 10% compared to the 1.6 million engagements in June.

Activity increased across all three platforms from June levels. For the second month in a row, the volume of Twitter content published rose the most, by 20% month on month.

This was followed by Instagram, with 9% more posts in July, and Facebook, which increased by 8%.

Across all three platforms, there were almost 1,500 more posts when compared to June.
Instagram had the biggest impact once again in terms of engagement, with over 1.1 million likes and comments generated – representing 62% of the total engagement across all three platforms (down 4% from June).

Facebook saw the biggest increase in engagements from June, with almost 150,000 additional engagements in July.

In July, Cricket Ireland more than doubled their average engagement per post on Facebook, moving them from the sixth to the third most engaged Facebook page this month. This was driven by two posts highlighting Ireland’s successful first day at Lord’s.

After seven months, the FAI has been dethroned as the most engaged with account on Twitter. Irish Rugby took the top spot, with a retweet of a “bottle cap challenge” from Clondalkin RFC being their most engaged piece of content.

The GAA retained top spot on Instagram for the fourth month in a row. Their most engaged post highlighted’s “Hurler of the Week” Lee Chin.

In the infographics below, we have ranked each of the organisations across a range of metrics on each network, including the most active, the most engaged and the most engaging content.

It’s important to note that this analysis is based on publicly available data. It doesn’t include any analysis or insight on paid or promoted content.


Irish Rugby jumped from second place to top the charts when it came to engagement levels on Twitter in July with an average engagement rate of 123.

However, the most engaged with piece of content in July came from Cricket Ireland. This was a retweet of a 4-year-old tweet from English Cricketer Jofra Archer. The retweet highlighted Ireland’s strong form on the first day of Lord’s.

Munster Rugby, a new inclusion to the analysis, was the second most engaged with organisation on Twitter. Their top tweet announced the appointment of Stephen Larkham to the Munster coaching staff and generated 1,299 likes and 146 retweets.

The GAA reclaimed their spot as the most active organisation in July. The most engaged with content for the organisation in July highlighted “Hurler of the Week” Lee Chin.


The GAA maintained top spot as the most engaged with organisation on Instagram in July, their 19 posts generating a total engagement of almost 7,000 (up over 1,600 mentions on June levels).

Popular posts from The GAA in July included imagery from the provincial hurling finals and All Ireland semi-finals, but as it was on Twitter, Lee Chin’s Hurler of the Week post was the best performing content with over 11,500 engagements.

The FAI maintained their position in second place, despite a decrease in their engagement by 8% month on month.

The top piece of content in July came from the Irish Rugby. The post revealed Ireland’s jerseys for the upcoming Rugby World Cup in Japan. The post generated 23,139 likes and 433 comments.

Basketball Ireland jumped from the 14th spot to become the most active Instagram account in July – posting 130 times, a 210% increase from June. The increase in activity was driven by Ireland’s participation at the 2019 FIBA Europe Under 18’s Championship in Greece.


Ulster Rugby jumped from 4th place in June to become the most engaged-with organisation in July, increasing their average engagement by almost 200 engagements. The organisation drove almost 400 likes, shares or comments on average per post.

Ulster Rugby shared a total of 33 posts during the month, with their most engaged piece of content highlighting Ian Henderson’s captaincy appointment.

The post generated 3,219 likes, 189 comments and 149 shares.

The most engaged with post overall from the 28 organisations analysed came from Team Ireland. The post congratulated Rhasidat Adeleke on her gold medal win at the European Youth Summer Olympic Festival in Baku. The post received 8,920 likes, 369 comments and 755 shares.

The GAA continues to be the most active organisation on Facebook with a total of 564 posts – an increase of 12% on June.

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